Scooter Fly: Branding

By Ti Published on June 01, 2003.

Recognizing that riding a Malaguti scooter is as much fashion statement as means of conveyance, Atlanta's Sawyer Riley Compton linked the Italian brand to Levi's to push the ride to the stylistically inclined across North America. Leveraging Levi's heritage - the brand turned 150 this year - and the hip appeal of Italy's oldest scooter manufacturer, SRC spearheaded the design of a Levi's-branded scooter. The special edition denim-inspired bike uses the same design cues as Levi's new Type 1 jeans. Levi's used the specially designed scooter to launch Type 1 jeans in its flagship New York showroom and, with intent to target the fashion savvy rather than the motor trade readers, SRC had editors and writers from several of the leading fashion and lifestyle magazines photographed on the bike.